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Why SAS? Multiple Analytics/Modeling and BI programs and tools available, some for free, most cheaper than SAS: – R – SPSS – Statistica – Excel SAS is the only package that even in basic configuration can on its own play central, integrative role in the enterprise level analytics / bi framework. It combines decent ETL and reporting capabilities with excellent analytics/modeling capabilities. 6

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Marketing Acquisition Analytics Platform Key objective is to create near to real time ability to asses success and ROI from each new acquisition campaign New Traffic: Quality Revenue Life Cycle Other variables Time point 1: Create time series algorithm to forecast LTV and ROI Time point 2: Algorithm absorbs new information and adjusts. Reforecast LTV and ROI with adjusted algorithm End of life cycle: Actual customer LTV and ROI New Information from TP1: Customer behavior and performance Time point N: Algorithm absorbs new information and adjusts. Reforecast LTV and ROI with adjusted algorithm New Information from TP N - 1: Customer behavior and performance With each algorithm adjustment forecast becomes more accurate increasing level of significance Ability to have customer LTV and ROI at any time point enables apples to apples comparison between different campaigns and publishers. As a result, marketing function can simultaneously optimize marketing budget while maximizing $ net profit from advertising. In addition to LTV and ROI forecast, platform delivers additional information on acquisition quality and efficiency, customer profile mix, and some other KPIs 9

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Proactive Optimization of User Experience Proactive assessment of the probability of cc collection enables us to offer appropriate subscription plan as a default. In this way we increase number of customers who achieve premium status while increasing revenue. Proactive optimization through propensity modeling (estimating likelihood of the event) could create competitive edge and ultimately wow factor for your product. Customer: Demographic variables Behavior Site utilization Transactions Collection Propensity Model High Moderate Low Likelihood of collecting money from a credit card Subscription Page: Show an appropriate default subscription plan based on likelihood of CC money collection 11

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For small businesses with limited analytics and IT resources, placing SAS platform in the central integrative position enables flexible, proactive analytics function. In this case expert SAS skillset can offset limited body count and provide insight and information equivalent to that of much larger analytics team. 12